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Campaign Launched to Combat Top Meat Myths

Web site will provide accurate, scientific information about modern food production.

May 05, 2011

The American Meat Institute, in conjunction with the American Meat Science Association, has launched its "Meat MythCrushers" campaign in an effort to reconnect Americans to modern food production and to "crush" some of the more popular myths associated with meat and poultry.

The campaign is centered around a new Web site, www.MeatMythCrushers.com. This new Web site features science-based information and resources in response to some of the most popular meat and poultry myths held by consumers. Topics covered include: food safety, production methods, nutrition and animal welfare.

When the U.S. Department of Agriculture was created by Congress in 1862, it was called 'The People's Department' because nine out of ten Americans lived on a farm.

Today, according to AMI senior vice president of public affairs ….tape

"Fewer than 5% of Americans live on farms today and the majority are actually separated from it by multiple generations," said Janet Riley, AMI senior vice president of public affairs. "That means for many people the news media, books and movies tend to be their sources of information for how America's food is produced, but by using scientific experts we hope that this campaign will help educate people about the miracle that our modern food production system truly is."

The Web site features AMSA academic experts debunking the myths for consumers in a clear and comprehensible manner. Dr. Thomas Powell, executive director of the American Meat Science Association, questions some of the information that is currently found on the internet.

"When it comes to food and agriculture, particularly the subjects of food safety, nutrition and animal welfare, the conventional wisdom found on the internet and in popular media often isn't the accurate wisdom," Powell said. "We're hoping this campaign will highlight to consumers that animal and meat science departments at the universities in their states can be useful resources when information seems confusing or unclear. The scientists at these institutions have committed their careers to keeping our food supply safe, nutritious and sustainable."

Also unveiled is a Meat MythCrushers Facebook page, on.fb.me/eTuuAG, which serves as a forum to encourage dialogue about meat and poultry myths.

"We are so fortunate to have the most abundant, varied and affordable food supply in the world," Riley said. "Consumers have so many choices in today's meat and poultry case that they can select based on their budget, their nutrition needs, their values and just what they like. We want them to have accurate information so that they can make informed choices that are the best for themselves and for their families."